The purpose of the research was to survey consumers on the intensity of cool and brandfavorability and secondarily, to rate the brands on ten characteristics of cool.
Nilforoush says that in initial pilots, inPowered ads had 10 times the aided awareness, six times the brandfavorability, and six times the likelihood to recommend as display ads.
Brand advertising creates awareness, favorability and consideration at the top of the funnel, while search slightly overlaps with consideration and intent to purchase.